Although, if you really want to, you can add a Landmark. You can only give it a name, but no other details are usable. You can put address and phone into in the landmark details, but none of that is sortable, and the categories are going to limit you to "business" and no other type of category the business is.

There really is no point to having it Waze except that it appears on the map as a block/blob as the user drives by.